Using your website to bring in more customers for your tree care or landscape business can save you time and money – if it’s done right.
Just because you have a website doesn’t mean that customers – and more importantly, quality customers – will find you, like what they see, and contact you for a quote or to buy your services.
Here are six things you can do to set yourself apart from the competition, convince prospects that you’re the right option for them, and attract quality customers to grow your business.
Create a Great First Impression
Your website is usually the first place that prospects “see” you (other than maybe your PPC ads). Make sure that they come away with the best possible impression of you and your company.
The look and feel of your website, the images, content, words, graphics, speed, and functionality all matter.
Because it tells people what kind of a business you are. And if your goal is to attract quality customers who are ready to buy, have reasonable expectations, and who pay on time, then you need a website that conveys your authority, trustworthiness, and quality of work.
[Tweet “The quality of your website directly affects the quality of customers you attract online.”]
So how do you put together a high quality website that makes a great first impression?
1. Use the Right Technology
I’m talking about the platform you use to build your website (you know that I recommend and work almost exclusively with WordPress), the quality of the code, site speed, analytics, and all the technology details that make a website work flawlessly. Across all browsers. And on all devices, including phones, tablets, and desktops.
If your site loads slowly, looks strange, has broken links or forms that don’t work, or isn’t responsive, guess what the reader is going to do? Leave. Quickly.
2. Build an Easy-to-Use Website
Have you ever been to a website where you couldn’t find what you were looking for? Maybe the navigation was confusing, the headlines weren’t clear, or things weren’t where you expected to find them.
When someone visits your website, make sure they can quickly and easily find exactly what they need and do all the things they want to do (like request an estimate, contact you by email, or schedule service). Here’s how:
- Use a simple site structure.
- Minimize the number of clicks needed to find something.
- Use buttons where possible (instead of just text links).
- Keep the navigation easy to understand. Use words people recognize – this isn’t the place to be creative.
- Put the key information (like phone number and service area) on every page.
3. Keep It Up To Date
Things change. Phone numbers, addresses, services, products, hours of operation, staff – all of these will likely change over time. So make sure that each change is immediately reflected on your website.
This is especially important if you have a blog. Don’t even bother starting one if you’re not going to put in the time and resources to keep it updated. How do you usually react when you land on a blog only to find that the last post was six months ago? You probably think that the company or person isn’t committed to doing it right – and if they can’t get a blog right, how well are they running their business?
4. Look Professional
Your website is a reflection of you as a person, as well as your business.
How do you want to come across when you meet a prospect in person? Professional, organized, reliable, and knowledgable? Or disorganized, slow, sloppy, and out of touch? Yeah, that’s what I thought…
There are few things that add to the professionalism of your website like high quality images and custom graphics.
If you’re in the green industry you have almost an unfair advantage when it comes to imagery – you can take photos of your own work to show potential customers. Please don’t use stock images – people can spot those a mile away. If you can afford a professional photographer, it’ll be well worth the investment. If not, use a good camera that takes high resolution images, take photos in flattering lighting conditions (noon is not a good time to take outdoor photos), and take a LOT of photos – some will turn out to be “keepers” that will look great on your website.
As for graphics, don’t overdo it with all sorts of different icons, buttons, banners, lines, borders, etc. Yes, you want to use some of these but keep them in a similar style and color, preferably one that relates to your logo (you do have a custom logo, right?).
Skip the drop shadows, gradients, rotating images, and animation. With half or more of your customers and prospects looking at your website on a mobile device, a nice clean, uncluttered look works much better.
And keep the home page simple. Less is more here. Present the key points in an easy-to-read format, provide contact information, and use a simple navigation menu. This isn’t the place to throw in everything that you think customers could potentially want to see. By cluttering up your home page you make it overwhelming for viewers – they don’t know what to focus on and they end up leaving in frustration.
5. Write Relevant Content
I’m sure you’ve heard this advice before. But how do you put it into practice?
First, keep in mind that your website is for your customers – not for you. Think about their problems, the things they want to know more about, their questions. And then write content that directly addresses those areas.
Show them that you understand their problems and tell them about the solution(s) you provide. Let them know how you can help them. If you have before/after photos, testimonials, publications, etc., then show these. Help viewers understand how you’ve helped people just like them.
Be specific. Let the customer know exactly what you do and don’t do, how you do it, and what they can expect. They’re not going to phone or email you unless they believe that you can solve their problem or do what they need to have done.
6. Show That You’re Part of Their Community
Most small to mid-sized businesses are local, particularly those in the green industry. You work within a defined service area and are part of a local community.
Show customers that you’re a valuable part of that community. Write about topics relevant to your area, like the impact of weather, disease or pest outbreaks, interesting workshops, or seasonal updates. By positioning yourself as a credible source of helpful, local information, you’ll set yourself up as the go-to person when prospects have questions or need the services you provide.
And those are your six website tactics to bring in more (and higher quality) customers.
Which tactic will you take action on today? Let me know in the comments below.